> “I would hate to see say a low-income family who’s concerned about air [quality] review their options and say ‘I could either buy a $400 air cleaner, or I could go out and buy a $30 plant,’” says Gall. “That plant is not going to improve their air quality—full stop. It just won’t.”

The real question is, why does the air cleaner, which is usually just a fan blowing through an activated charcoal filter, cost $400 in the first place? There’s a market to disrupt, surely.